Starting with the basics of the logo form, typography, palette and brand voice, Kaiser and team dug deep into the company’s heritage and culture to develop an identity that both represented its upscale service model and modern approach to business.
We brought old parquet floors back to life, built new partition walls, installed lighting features, manufactured new furniture and worked with Levi’s own brand items to bring together an inspirational space for a modern Levi’s to showcase their new collections.
Our particular Pantone had different chocolate colour ranges, which symbolize the care and attention that we pay to all our projects and the desire to share with our people the joy of tasting this delightful chocolate.
Deconstructing these objects, and remixing them within a colour palette reminiscent of the hot, metallic world of machines (and BBQ), allowed the graphics to ‘ramp up’ as you move from one area of the restaurant to the other, enhancing the shift between moods of the space.
Technically, we have made the brand elements flexible and able to be used as a pattern or as a big fragment, wherein not violating the identity mood. One of the main identity elements are the black and white colors the whole brand is kept in.
The cylindrical shape, in tribute to the Cedar, has designed for the modern lifestyle. Once you pour sake to this sake cup, you’ll smell the refined fragrance of Yoshino Cedar in the air, and it bring back a slight sense of good old Japanese scenery.
It is also not by chance that we only used one colour on kraft cardboard. This lowers the cost of production. It is a more environmentally friendly package, with maximum effectiveness and uses the least amount of items.